MillerCoors drops MGD 64 Lemonade

July 26, 2011|By Emily Bryson York | Tribune reporter

MillerCoors, the Chicago-based joint venture between Molson Coors and SABMiller, is discontinuing MGD 64 Lemonade. The product, launched this spring, was expected to build on the company's success in low-calorie beer and pique the interest of female drinkers.

"Winning in beer requires testing the bounds of the market with innovation," Ed McBrien, president of sales wrote in an email Tuesday to MillerCoors distributors. "With that commitment, however, comes a recognition that not every innovation will succeed. That is the case with MGD 64 Lemonade, so we have decided to discontinue this line extension."

The company plans to buy back any remaining product from its distributors, in areas where legal. Otherwise, the MillerCoors will contribute to destruction costs.

"We plan to continue to bring new and innovative ways to spark growth in this critical segment," McBrien wrote.